Domino's Posts Customer Reviews, Good and Bad, in Times Square By Tim Nudd

July 25, 2011, 1:05 PM EDT

Domino's has been on a transparency kick for a while. Now, it's taking things a step further by posting customer reviews—good, bad, and indifferent—on a 4,630-square-foot billboard in Times Square. The effort is centered around the online Domino's Tracker, which lets customers monitor the status of an order, including the names of the Domino's employees involved in each stage of the process. A customer feedback feature was just added to the Tracker—select comments from which will be featured on the jumbo Times Square digital sign (with video of the scrolling comment emailed to the person who sent it in). For more, check out the video below, starring actual New York-area Domino's store managers Jess Hreniuk and Jose Castillo. The feedback will obviously be filtered to avoid obscenities and the like, and you have to assume they'll post more good comments than bad. Still, it's odd that the campaign, by Crispin Porter + Bogusky, remains so stridently self-flagellatory. All the press materials make a point of pointing out the bad reviews, of which there are apparently still plenty (new recipe or not). The honesty/transparency sometimes seems like an end in itself—to the point where it starts to feel like an endless apology. Over the many months of the campaign, it's gotten hard not to think of Domino's as a bunch of well-meaning but clueless buffoons who can't seem to make a good pizza to save their lives.

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Domino's has been on a transparency kick for a while. Now, it's taking things a step further by posting customer reviews—good, bad, and indifferent—on a 4,630-square-foot billboard in Times Square. The effort is centered around the online Domino's Tracker, which lets customers monitor the status of an order, including the names of the Domino's employees involved in each stage of the process. A customer feedback feature was just added to the Tracker—select comments from which will be featured on the jumbo Times Square digital sign (with video of the scrolling comment emailed to the person who sent it in). For more, check out the video below, starring actual New York-area Domino's store managers Jess Hreniuk and Jose Castillo. The feedback will obviously be filtered to avoid obscenities and the like, and you have to assume they'll post more good comments than bad. Still, it's odd that the campaign, by Crispin Porter + Bogusky, remains so stridently self-flagellatory. All the press materials make a point of pointing out the bad reviews, of which there are apparently still plenty (new recipe or not). The honesty/transparency sometimes seems like an end in itself—to the point where it starts to feel like an endless apology. Over the many months of the campaign, it's gotten hard not to think of Domino's as a bunch of well-meaning but clueless buffoons who can't seem to make a good pizza to save their lives.